Toddle About

What Toddle About does

Toddle About Limited is a UK-based private company, founded in 2015 and headquartered in Bugbrooke, Northamptonshire, that operates a regional directory and publishing platform for families with children aged 0-5. The company's core products are the Toddle About website, a location-based searchable directory of baby and toddler classes, activities, days out, and events; a free quarterly A5 print magazine distributed via subscription and through 1,000+ local touchpoints (libraries, nurseries, children's centres, GP surgeries); and the VIP Club, a free membership program bundling product testing, giveaways, and competition entries. The technology stack combines the Book That In booking system for class booking and self-serve business listings, with standard martech infrastructure (Google Analytics, Facebook Pixel, Infusionsoft CRM, Cloudflare, Stripe/GoCardless/PayPal) and a 400+ article parenting content library driving SEO traffic.

The business model is a two-sided local advertising marketplace combined with content publishing. Parents access directory and magazine content for free; revenue is generated primarily from SMB advertisers (baby and toddler class providers, family venues, children's services) who list for free and pay monthly subscriptions for premium placement, supplemented by print and online display advertising. The platform operates across 7 UK regions (Milton Keynes & Bedford, South Bucks, Northampton, Oxfordshire, South Warwickshire, Suffolk, North Hampshire & West Berks) and extends via a franchise model in which local operators license the brand and manage regional magazine operations and business relationships. The company is bootstrapped with no disclosed external funding, reports 11-50 employees, and is registered as a private limited company in England (company number 09530187, ICO registration ZA133508).

Name

Toddle About

Legal name

Toddle About Limited

Website

https://www.toddleabout.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Toddle About is a UK regional directory and free quarterly print magazine helping parents of children aged 0-5 find local baby and toddler classes, activities, and events, monetized via premium business listings and advertising from family-focused SMBs across seven UK regions.

Ownership category

akta.pro rank

Product category

Parenting directory and magazine

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Kids & Baby-Focused Catalog Department Store Retailers (CRAGAIAF)

Keywords

• Parenting directory platform
• Toddler activity listings
• Parenting magazine publishing
• Local class booking marketplace
• Family advertising services

Headquarters

HQ city

Towcester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Business Advertising: Revenue from businesses and groups advertising baby and toddler services. Offers free basic listings and premium paid upgrades for enhanced search visibility. This is the primary revenue stream.
2. Magazine Subscription (VIP Club): Free magazine subscription with VIP membership; while the magazine is free to subscribers, it generates advertising revenue through the print publication and creates parent user base for the advertising business model.
3. Premium Listing Upgrades: Paid premium listings that stand out in search results, increasing traffic visibility for businesses and classes compared to free listings.
4. Online Magazine Advertising: Online advertising options including display ads, sponsored content, and booking system advertising on the website.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Toddle About operates an online searchable directory and booking platform connecting parents of children aged 0-5 with local baby and toddler classes, activities, days out, and events in seven UK regions. It complements the directory with a free quarterly glossy print magazine, a VIP Club membership offering product testing and competition perks, and free plus premium advertising listings for local child-focused businesses. The company also runs regional live events and a franchise program for territorial magazine operators.

Product overview

Toddle About operates as a multi-channel platform serving families with children aged 0-5 years, combining an online searchable directory with a print magazine and membership program. The core offering consists of the Toddle About Website/Directory (for discovering baby and toddler classes, activities, and days out), the Toddle About Magazine (free quarterly print publication with local listings and parenting content), and VIP Club Membership (free with subscription, providing product reviews, giveaways, and competition bonuses). The platform also supports a live events program, provides free and premium advertising options for local businesses, and offers franchise opportunities for regional expansion. The business model combines free content for parents (directory, magazine, VIP benefits) with paid advertising services for child-focused businesses.

Differentiator

Problem solved

Functional benefit

Brands

• VIP Club: Free membership program offering magazine subscription, exclusive giveaways, product review opportunities, and bonus competition entries for subscribers.

Products and services

• Toddle About Online Directory Searchable online directory and booking platform enabling parents to find local baby and toddler classes, activities, days out, and events via radius-based search (5 to 60+ miles) with filters for age, category, availability, and scheduling; integrates with Book That In for direct booking.
• Toddle About Magazine Free quarterly glossy A5 print magazine delivered to subscribers' doors and distributed through 1,000+ local touchpoints (libraries, nurseries, children's centres, GP surgeries, etc.), containing regional activity listings, parenting articles, craft activities, recipes, competitions, and special offers for families with children aged 0-5.
• VIP Club Membership Free membership program automatically included with magazine subscription, providing exclusive benefits including free product testing and reviews, giveaways, 5 bonus competition entries, and product discounts; subscription automatically ends when the child turns 5.
• Toddle About Live Events Regional live events and exhibitions for parents and families with young children, featuring local service providers, exhibitors, and family activities in covered UK regions.

Quantifiable outcome

• Magazine subscription is FREE FOREVER for parents (with automatic end when child turns 5)
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Book That IncoreTechnology or IntegrationBook That In is the booking system provider powering the Toddle About platform. It enables parents to book activities and classes directly through the website, and allows businesses to manage their bookings. This is a fundamental technology partnership for the directory and booking functionality.
• ICAPminorStrategic or Co-development PartnerICAP (Institute of Cash & Alternative Payments) partnership badge displayed on website indicating official partnership status. Nature of partnership appears to be industry recognition or referral arrangement.
• Rainbow Fish Ltd (T/A Toddle About Suffolk)coreChannel Partner/ Reseller/ DistributorFranchise partner operating the Toddle About Suffolk regional edition. Represents the franchise business model where local operators license the Toddle About brand and manage magazine operations in their territory.
• Digital OceancoreTechnology or IntegrationThird-party server hosting provider for the Toddle About website. Privacy policy indicates data processing relationship for website infrastructure.
• Google (Gmail, Analytics, Cloud)coreTechnology or IntegrationEmail provider (Gmail), web analytics (Google Analytics), and cloud storage services. Uses Google Analytics for website traffic analysis and remarketing, Google AdSense for display advertising, and Google Sheets/Forms for data collection.
• Infusionsoft (Keap)coreTechnology or IntegrationContact Relationship Management (CRM) software and email marketing platform. Used for managing subscriber lists, VIP Club membership, email communications, and customer data storage.
• Stripe, GoCardless, PayPalcoreTechnology or IntegrationPayment processing providers for handling transactions on the website. Stripe handles card payments, GoCardless manages direct debits, and PayPal offers alternative payment method.
• CloudflarecoreTechnology or IntegrationWebsite security and web performance provider. Used for DDoS protection, CDN services, and security optimization.
• Facebook (Meta)coreGTM or Marketing PartnerFacebook Pixel implementation for website analytics and conversion tracking. Used for targeted advertising and retargeting campaigns. Facebook Messenger used for customer communications.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Netmums: UK parenting website offering local activity listings, reviews, and a community for parents. Direct overlap with Toddle About's directory/magazine model for connecting parents with baby and toddler activities, though Netmums operates at a much larger national scale.
• MadeForMums: UK parenting media site covering products, activities, days out, and local events for families. Comparable to Toddle About's mix of editorial content and local activity discovery, with a stronger product-review focus.
• Day Out With The Kids: UK directory of family days out and activities searchable by location. Closely comparable to Toddle About's searchable local activity directory, though with a narrower focus on outings rather than classes and groups.
• Families Online: UK parenting directory and magazine covering local classes, events, and family activities across multiple regions. Direct overlap with Toddle About's regional magazine plus online directory model.
• Hoop: UK-based app and platform for discovering kids' activities, classes, and events by location. Comparable mobile-first directory for parent activity discovery, competing for the same local provider advertisers.

Broad incumbents

• Mumsnet: UK's largest parenting community and forum with national reach across parenting topics. Not a local activity directory specialist, but a broad incumbent in UK parenting media that overlaps with Toddle About's parent audience.
• BabyCentre: Global parenting media brand (now part of Everyday Health) with UK presence covering pregnancy through early childhood. Broad incumbent in parenting content and tools, comparable audience to Toddle About's parents of 0-5 year olds.

Emerging players

• ChannelMum: UK parenting video platform and influencer network targeting parents. Adjacent competitor for parent attention and advertising spend, with less direct overlap on local activity discovery.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/toddleabout
• Facebookfacebook.com/toddleaboutmagazine
• LinkedInlinkedin.com/company/toddle-about-warwickshire

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Toddle About